Effective CTA Design
Are your website's Call-to-Action (CTA) buttons just kind of mediocre? That's unfortunate, because research by EConsultancy has indicated there's little benefit in having buttons on your website that don't create a sense of urgency. The most effective buttons advertising free top-of-the-funnel content offers are time-based or otherwise actionable. If you're hoping to kick your lead generation up a few percentage points, we've compiled examples of CTAs that no one can help but click:
1. Use Contrast
At a bare minimum, your CTA button should stand out enough from the rest of your web page that visitors can't help but notice it. You've got about three seconds to make an impression, so ensure it's bright enough to get noticed during that period of time. A little-known secret is that the world's most effective buttons aren't necessarily complex:
In the example above, the design isn't especially complex, but it's easy to notice. Mission accomplished.
2. Grab Attention
Isn't creating a really attention-grabbing Call-to-Action button too similar to disruptive marketing? Not even. Remember, your prospects took the time to Google a term you've optimized and click through to your website. You're not interrupting their favorite television shows with commercials - if they're on your website, feel free to interrupt them with the most irresistible CTAs of all time. Speaking of which, I'm pretty sure the one below is impossible to not click:
3. Play with Shapes
By all expert accounts, your Call-to-Action button should resemble a button. That doesn't mean it has to be perfectly square or round. In the image example below, the scalloped edges draw attention:
When coupled with the contrast of the black button against the yellow page, the overall effect is pretty eye-catching.
4. Design In Conjunction With the Page
The world's most effective CTAs stand out alone, but they also seamlessly fit into the overall design of the page, transforming your website into a conversion machine. Check out how the web page below very aggressively directs the viewers' eye towards the bright call-to-action button:
The design is aggressive without being obnoxious, which is partially accomplished due to the light color of the arrow. Who doesn't want to click-through after looking at that page?
5. Highlight Your Price
Are you offering a free trial? Be sure to let people know. You could emphasize it in the text on the button, or you could sneak it into the design in a contrasting color to really play up the fact it's coming at absolutely zero charge:
6. Write Actionable Copy
The last thing you want are passive prospects. Maybe they'll download your content offer or maybe they'll head back to Google and check out your competitor. You want prospects who can't wait to read more and feel relieved you may solve their product or service need! To avoid every inbound marketers' worst nightmare of ambivalent or indifferent website visitors, use really actionable text on your buttons, which lead to landing pages that are also filled with actionable verbs:
Who can resist clicking a button that may or may not lead to a new career?
7. Choose-Your-Own Adventure
Sometimes, you just need to give your prospect an option, or two or three. The path to conversion should be pretty streamlined - once they click on a button, they should be directed to a landing page that outlines a very clear value proposition. After they fill out a short form, they receive your TOFU content offer. Easy and painless. However, the most effective marketers realize their customers can take on different shapes, sizes and priorities, so they don't offer a one-size-fits all approach:
In the example above, website visitors are given three ways to engage with the brand. If you've got more than one landing page set up (and you really should), why not allow your visitors some choice in where they go? Research has indicated that more finely-tuned and relevant pages yield higher conversions, which is what we all want.
How Do You Design Effective CTAs?